WINNER! She’s a star. With a playful and expressive nature at the centre of both brands, 2000Archives and Jaded London joined forces to deliver a 10-piece capsule collection.
The range unites and encapsulates each brands point of view through graphics, colour, silhouettes and fabrication with their synonymous 2024 take on Y2K references.
Airbrush jeans, pleated miniskirts, a low-rise velour tracksuit and a skimpy football kit are at the heart of the collection.
The collection is a tongue-in-cheek, playful take on sports kits and culture; with a graphic story and heavy branding combining current and vintage sportswear references.
The capsule re-imagines 2000Archives seminal football jerseys with both a ‘home’ and ‘away’ top representing each brand and also features a collaborative update to Jaded Londons viral velour tracksuit.
A co-branded football scarf has been transformed into a 3-in-1 reversible backless halter top-come-scarf, perfectly embodying the spirit of the collaboration.
With the collection embedded with sport inspired details and busy graphics, it seamlessly lent itself to a spirited track & field inspired campaign.
We bought Alessia [@alygunawan] on board to shoot the campaign due to her immense ability to capture motion and movement which aligned with our direction entirely. With both brands having a loud and eclectic aesthetic, it was very important for us to embody this blueprint through styling and blend it into match day chaos.
Jaded X 2000A: 03/26 8PM GMT
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